Valassis provides coupon services to cider brand

Westons Cider has selected Valassis to provide coupon and voucher services to support its ongoing marketing and advertising campaigns.

The coupons will serve as a call to action for consumers sampling and reading about the cider to buy the product, with the aim of generating long-term loyalty to the brand.

The coupons will be distributed in a variety of ways, including at UK food festivals and other events, and inside consumer magazines.

Ian Lewis, head of marketing at Westons Cider, said: 'As we continue to grow we need to look at various ways of communicating with our target audience.

'We know that more people are looking for coupons and vouchers and consumers want best value for money, but you cant discount prices all the time and you cant be on promotion 365 days of the year.

'As a brand, we have built our reputation on quality and we generally get a great reaction from our sampling events.

'However, the key challenge is getting people to keep buying the product.

'Coupons will play a major role in our business by turning our marketing and advertising campaigns into a call to action that we can measure,' he added.

Charles D'Oyly, managing director of Valassis Europe, said: 'Consumers are looking for promotional offers more in the current economic climate, but price cuts can get lost on busy supermarket shelves.

'Coupons are the best way of engaging with the consumer away from the supermarket, where they are more likely to focus on your brand.

'This promotional mechanic enables brands to protect their core values while giving something back to the consumer, and rewarding them for their purchase.

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